29 May How Long Do You Think About Your Tweets?
When you post a status update or tweet something out, do you think about it for days on end or do you post on the fly? Some brands are spending weeks writing and creating the content for just one tweet. Sound crazy? Business Insider recently reported digital design and advertising firm Huge’s social planning process revealed that one tweet took a team nearly two months to plan and execute. What could take so long?
Huge’s lengthy process starts with a brainstorm for the month’s content. Seems logical enough – all good content plans need to start somewhere. But where they start to lose me is when they need to create artwork for a single tweet. There is a 4-5 week span of timefrom when the brand team comes up with an idea for the tweet to writing it, designing the artwork, internal review, client review, and then finally posting.
The Washington Business Journal’s Gregg Otto also finds this process highly suspect. “Even with all of those resources at their disposal, the impact of a social media post is still hit or miss. A tweet devoted to President Cheese that took 45 days to craft only garnered two favorites.” Only two favorites?? I might have to question their ROI and business model. (Though now it’s up to 1,000 likes and 162 shares – a number significantly higher than most of their tweets – this uptick can likely be attributed to the Business Insider article.)
Huge claims that it takes effort to rise above the noise of the millions of amateurs who post to social media platforms on an hourly basis. To get noticed takes time. It’s not like the old days where brands only competed for pages in a magazine or 30 second spots. Huge’s brand teams are constantly locked into social media platforms combing for trends and news their brand’s need to be a part of.
I’ve written plenty of content plans in my days of marketing and corporate communications so I understand the thought that goes behind getting specific campaigns just right. But, in my opinion, a junior copywriter should be able to write a handful of social media posts with ideas on graphics, images, etc. in a few hours (most likely, less than that). I have a hard time wrapping my brain around the amount of time Huge is claiming their process takes.
What do you think? Is Huge exploiting the process for profit or are they on to something with they way they are managing their client’s social media channels?